YouTube Hispanic, a Google venture that was unveiled at the Hispanic Marketing Forum held in New York during the month of March, has set its sights on gaining the attention of the coveted, blossoming Hispanic demographic to determine what appeals to the group.

Last month, YouTube Hispanic was revealed as an optional part of the Google Preferred ad program, and it was developed to ease Hispanic-focused marketing for advertisers. It is well-known fact that Hispanics over-index in digital media, whether in English or in Spanish, and Google understands that Hispanics are aware of cultural importance when Hispanics stream.

In an effort to learn insights about the U.S. Hispanic population, YouTube commissioned research on the digital media habits of U.S. Hispanics. They found that 52 percent of Digital Hispanics browse in English a majority of the time, and they shared this with brands speculating whether Spanish-language or English-language was the best way to engage the Hispanic market.

According to the Wall Street Journal, there's a gap that exists between the growth of the Digital Hispanic audience and how marketers are spending. Budgets aren't relative to growth or influence, but YouTube Hispanic and other solutions are venturing to better understand the preferences of Hispanics, and how to reach Spanish and bilingual viewers. Any efforts to cater to the undeserved market, particularly when it comes in the form of digital video, should prove to be effective. And it could create data-driven solutions, which is paramount when attempting to share culturally relevant material.

Honda has already employed YouTube's expertise when developing the "Space for Dreams" campaign for the CR-V utility vehicle. YouTube connected Honda with Latina content mavens who transformed a car campaign into a promotion that rested heavily on sincerity and the value of Hispanics families. YouTube sifted through millions of video stars to find young, influential Latina moms. Mexican-born sisters Paola Celis and Karla Celis were discovered by YouTube, and the two women boast a vlog about things like travel, music and kids. This proved to be effective for Honda, which succeeded in providing the right content that promotes the trifecta: Hispanic, family-oriented, and Spanish-language.

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